Palermo's Pizza used smaller, more targeted qualitative research methods through Digsite to gain insights for their smaller pizza brands. This enabled them to drill deeper into niche targets through customized qualitative testing. The methods were cost efficient and scalable to work across their brand development lifecycle and multiple projects. They provided faster timelines that fit within Palermo's goals of quickly developing and launching new smaller brands.

1. How Palermo's Pizza Enabled Their Smaller
Pizza Brands To Get Big Brand Insights
Monika Wingate featuring Mike Pytlinski of

2. Your Speakers
Monika Wingate
CEO and Co-Founder
Digsite
Mike Pytlinski
Vice President of Marketing
Palermo’s Pizza

3. About Palermo’s

4. About Digsite:
Digsite Sprints SocialFind SmartReporting
Smarter, Faster Qualitative Research

5. Approximately $15
billion in industry
sales have shifted
away from large
companies to
smaller players
since 2012.
https://www.iriworldwide.com/en-us/IRI/media/Library/New-Product-Pacesetters-2017.pdf

6. Smaller, more targeted launches have
become a new norm in CPG aisles.
https://www.iriworldwide.com/en-us/IRI/media/Library/New-Product-Pacesetters-2017.pdf

7. Coveted
New Product
Awards
• Nielsen
Breakthrough
Innovation Award
• IRI Top 10 New
Product Pacesetters$1 M
$80 M
2013 2017

8. # Targets
# SKU’s
# Brands
Smaller Brands = Increased Complexity

9. Q&A With Mike Pytlinski

10. Key
Takeaways
for Better
Insights
• Drill deeper into niche targets vs.
generalized sample
• Have flexibility to work across your
product/brand development
lifecycle
• Are cost efficient and scale to
multiple projects across many
smaller brands
• Work within fast development &
launch timeframes
Tap New Methods that…

11. 1. Drill Deeper into Niche Targets
Quantitative
Testing
• Age 18-54
• Purchase category
in the past 12 mo.
• Aware of brand
Qualitative Testing
• Age 25-39
• Have specific hobbies,
interests or values
• Heavy category users
• Purchased specific
brands in the past year

12. 2. Works Across Your Brand Development
Lifecycle
STRATEGY CONCEPT DEVELOPMENT IN-MARKET

13. 3. Cost
Efficient &
Scalable
Pre-Profiled Participant Pool
1-Day Sprints
Multi-Day Sprints
Full-Service
Support
Subscription Model

14. 1-Day
Sprint
Kickoff
Recruit/Customize Activities
Observe & Learn
SmartReport available
Topline Report
1
2
3
5
10
1
14
15
21
n/a
Day
Day
Day
Day
Day
In-Person
Research
4. Fit faster timelines to launch

15. Questions?
Monika Wingate
monika@digsite.com
+1 844-344-7483 x700